Melanie Day, Marketing and Communications Officer, Bradford Council
Clean Air Zones (CAZ) were mandated by the Government in areas where air quality does not meet legal requirements, and Bradford is one such area.
Initial Communications: Setting the Stage
Following extensive district-wide consultations and associated communications, our initial task was to inform residents and businesses within the Bradford district about the upcoming CAZ. This included details on how to check if their vehicle would be charged and the go-live date. Additionally, we faced the unique challenge of informing drivers within a one-hour drive time from the CAZ, extending our communication efforts beyond our usual jurisdiction. We were allocated Government funding for this communications challenge and used a multi-channel campaign, which resulted in a 95% awareness of the CAZ in Bradford, according to the DEFRA campaign evaluation report.
Key milestones were communicated effectively using regular email updates to subscribers who expressed an interest in information surrounding the availability of grants and exemptions for certain vehicle driver groups. Despite a mix of negative comments on social media and media enquiries from disgruntled drivers or businesses, we balanced these with supportive messages about health benefits. With a 70% public approval rating for the CAZ, we remained focused on conveying the health benefits of cleaner air to those living and working in the district.
Transition to Positive Messaging
Two years since the CAZ launch, our communications have transitioned to positive, proactive messages. Thanks to the successful deployment of grants and exemptions, we now boast the cleanest taxi fleet in the country, with only 1.2% of vehicles entering the CAZ being non-compliant and chargeable.
We can now highlight how CAZ revenue is being used to improve air quality through various projects around the district. This revenue is ringfenced and dedicated solely to schemes that enhance air quality. The Clean Air Schools Programme, the first project funded by CAZ revenue, offers a comprehensive package of engagement, education, and awareness-raising, along with grants for individual schools. Our website features new learning resources, and schools are engaged in educational sessions and classroom activities. Projects funded by grants include learn-to-ride programs, walking buses, scooter storage, and green screens.
Celebrating Success and Health Benefits
The encouraging results of the CAZ over time allow us to focus on good news stories about air quality improvements and associated health benefits. This provides Bradford residents with evidence that the CAZ is working and that their health is improving.
Significantly, NHS Health Researchers at Born in Bradford (BiB) found that, on average, there were 598 fewer GP visits for respiratory health each month, a 25% reduction. Additionally, there were 134 fewer GP visits for cardiovascular health, equating to a 24% reduction in attendances.
Future Opportunities
The investment of CAZ revenue is opening doors to more good news stories in several key areas aimed at reducing air pollution in the Bradford district. These include fully electric HGV trials, council electric gritters, E-bike hire, the District Heat Network, local industrial decarbonisation, hydrogen fuel production, and many more opportunities.